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Fresh Brands Launches Strategic Alliance with Ad Agency

SHEBOYGAN, Wis. - Fresh Brands Inc., home to Piggly Wiggly and Dicks Supermarkets, has created a marketing alliance with Fresh Ideas, LLC, a new advertising, printing services, media buying and public relations agency, which will provide services exclusively to Fresh Brands Inc. and its supermarket brands.

"Unlike many companies that may have an internal advertising department and an outside advertising agency that focuses on multiple accounts, we created a new model that provides the outside expertise of an external agency with the convenience and dedication of an internal team," said Michael Houser, Fresh Brands vice chairman, executive vice president and chief marketing officer. "We have an advertising agency that is exclusively dedicated to our brands, is housed within our facilities and works hand-in-hand with our in-house advertising team. It's a win-win partnership."

Fresh Ideas will be located within the Fresh Brands corporate headquarters in Sheboygan, Wis. Its staff will be responsible for all purchased media, outside print production, Website management and local and regional public relations. Additional creative and specialized services will continue to be provided by outside suppliers and will be managed by Fresh Ideas.

Fresh Ideas is headed by Jon Rost, former co-chairman of Fresh Brands' previous advertising agency, Jacobson Rost. Rost has more than 30 years of advertising experience and has worked as a management supervisor with Fresh Brands and Piggly Wiggly for more than 15 years. In his new role Rost is serving as CEO of Fresh Ideas and director of the Fresh Brands/Fresh Ideas Brand Management Group. He will also be responsible for Fresh Brands' internal advertising and loyalty marketing teams.

"Due to the unique nature of Fresh Brands' business, the aggressive nature of their marketing programs and their rapid growth, we needed to reinvent ourselves to match Fresh Brands requirements," said Rost. "Fresh Brands was very involved in the business design process. We believe the results have great promise and we're very excited about being able to create a business specifically designed around one client's needs."
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